WSOS-FM sold to Pittsburgh company

St. Augustine's only commercial FM radio station has been sold to a Pennsylvania media company, which plans to move the transmitter to Jacksonville.

WSOS-FM, transmitting at 94.1 MHZ, is known locally as "The Muuusic Station" and broadcasts local and national news and music hits from the 1970s, '80s and '90s.

WSOS was formerly owned by Chicago-based Marathon Media, which sold it recently to Renda Broadcasting of Pittsburgh for a reputed $7 million.

New owner Anthony Renda said Tuesday that the sale was not final and depended upon Federal Communications Commission approval. He expected that by March.

Renda, who owns 23 radio stations, would not discuss his plans for WSOS.

"We like the radio station. It's something you can bring into your company and do well with," he said. "We like the whole area, from Daytona Beach to Jacksonville. It's a great market and great opportunity."

Renda Broadcasting also purchased a Daytona Beach country music station, 99.9 MHZ, known as "Froggy," and Renda said he plans to move that to Jacksonville, too.

He also owns four stations near Fort Myers and Naples.

But he said this deal didn't include WSOS-AM, a daytime station.

"It just never entered into negotiations," he said.

Bruce Buzil of Marathon Media did not return phone calls requesting comment about the sale of WSOS. Marathon is an umbrella company that owns Lakeshore Media LLC -- which owns more than 14 stations throughout the Western United States -- and 3 Point Media, which was the listed owner of WSOS.

Radio veteran Don Runk, general manager, sales manager and news anchor of WSOS-FM, said he doesn't know what will happen to the station's format. Runk has 35 years in the business and is one of 10 employees at the Stratton Road studio.

"We don't know yet if anyone has a job," Runk said. "In all probability, they'll be offering positions to us. (But) that's going to mean a long trip now for people living in St. Augustine."

WSOS always finished in the top 20 or 25 stations in the Jacksonville market, he said.

"I'm not thrilled," he said. "But every radio station is for sale. Nothing surprises me any more."

The WSOS-FM sale could affect other stations in St. Augustine, according to Doug Shull, owner with wife, Marilyn, of AM commercial stations WAOC and WFOY.

"I'll have a monopoly, like The Record," Shull joked. "We're not unhappy about it, but I'm not counting my chickens. If there is a radio advertising pie here, we should come in for a bigger share of it."

Shull said there was some shuffling of FM radio stations in Georgia that left a hole for 94.1 in Jacksonville.

"You could have bought that station seven years ago for $2.7 million. But the Jacksonville market has just exploded," he said, adding that WSOS would leave a listening area of 150,000 people for the 50th largest market in the nation, drawing national advertisers to its 1.1 million people.

"We might sell a spot announcement for $20. But in an Arbitron market, that might go to $50 or $70. And there's not a lot of difference in the operating costs," Shull said.

He said Renda didn't reveal his plans for competitive reasons.

"The day he begins broadcasting is the day you'll hear his new format," Shull said.

David Oglesby, general manager of WAYL-FM, transmitting at 91.9 MHZ, said the sale of WSOS would not affect his station, which holds an educational license. WAYL broadcasts Christian-oriented music, teaching and talk, sometimes simulcasting from its remote studio in Jacksonville from WCRJ-FM, 88.1.

Both stations go by the name of "The River" and are mostly listener-supported with some business sponsors.

"The impact on us will be felt less than at other stations in the market," Oglesby said. "Losing WSOS is a real loss for St. Augustine. They've really connected locally and served the community."